The black and white photo features a nude Lady Gaga with little men climbing up her body. In her outstretched hand she holds a bottle of her perfume, “The First Ever Black Eau de Parfum.”

The first of it’s kind, the perfume is black in color but becomes invisible once sprayed. Steve Mormoris, senior vice president of global marketing for Coty Beauty, further explained the concept behind Fame to WWD.

“It is the first-ever black eau de parfum and we use language like ‘black like the soul of fame but invisible once airborne,’ which makes the fragrance an allusion to the dark side of fame, the price of fame and the narcissism of fame,” Mormoris said. “The soul of fame being black was the intellectual foundation of the color of the fragrance.”

Meanwhile, the description further entices as it includes “tears of Belladonna, crushed heart of tiger orchidea with a black veil of incense, pulverized apricot and the combinative essences of saffron and honey drops.”

“Lady Gaga talks about how her music has a sweet center and a dark shell and a lot of her music has refrains that have a rough passage that go toward a sweet-spot melody in the middle,” Mormoris said. “She referenced that a lot and we tried to capture this type of duality in the fragrance, with the incense and something sweet like apricot.”

Fame is due to hit store shelves in September. Additionally, Gaga will grace the cover of Vogue and reveal the title behind her forthcoming album later that month.